What Is An Explainer Video?

What Is An Explainer Video?

Explainer videos are short online marketing videos used to explain your company’s product or service. Explainer videos, often placed on a landing page, your website’s home page, or a prominent product page, have become extremely popular – some sites boast of conversion rates increasing by as much as 144% after including an explainer video on their website.


Types of Explainer Videos

Live Action Explainer Videos:

A non-animated promotional video explaining your business’s product or service. Examples of this include the Dollar Shave Club and PooPourri videos (see below). Live action explainer videos are usually best for companies selling a physical product or people-oriented service, such as a restaurant, or consulting group. Having flesh and blood people in your explainer video can create an emotional connection for viewers, as we are naturally drawn to other human faces. However, live action means you’re stuck to the confines of the real world – no magical unicorns whose enchanted horns can back up your data.

Animated Explainer Videos:

The most popular type of explainer video, animation is often the preferred format for explaining services or intangible tech products like software. Some services involve few, if any, physical objects, making live action an unrealistic option. Animated explainer videos allow for more creativity, and are easier to edit or update when you want to make future adjustments.

Whiteboard Explainer Videos:

A whiteboard video is an explainer video in which animation is hand drawn and erased on a whiteboard. This format of video has become popular due to its ease of operation and low cost, making it one of the cheapest types of explainer video to create.

Kickstarter Explainer Videos:

You’ll notice that nearly all Kickstarter projects involve an explainer video of some kind. Really, Kickstarter explainer videos aren’t so different from a regular product or service explainer video, although they do tend to be longer. Browsing Kickstarter can be a fun way to see many examples of explainer videos.


How to Make an Explainer Video

1. Script

Writing a marketing video script is literally creating the message you want to deliver to your audience. It needs to be a simple, short and clear story so that it keeps the audience’s full attention.

2. Storyboard

If the script tells the message then the storyboard describes the actions (what literally happens in the video) and the entire visual aspects of the video, it’s like a graphic novel of your video. The storyboard will also indicate camera movements, shots, transitions, and so on. It’s the essential stage to know what the video will look like once it’s done:

3. Voice-Over

An animated marketing video usually needs a voice to narrate the script over the video. It’s very important to hire a professional voice-actor that’s also a native speaker (of the country of the target audience) in order to get a professional video.

4. Style Frames

These are high-resolution frames (based on the storyboard) that represent part of the video. It’s like having your video finished and taking pictures from it. These still images help to visualize the true quality of the final video way before it’s done.

5. Designs

Once all of the previous stages are checked, professional illustrators digitally draw all the graphic elements that will be used in the video. These include characters, typographies and backgrounds, all depending on the video style. Check the rocking character designs from one of our videos:

6. Animation

Using all the graphic elements, storyboard frames and voice-over recordings, professional animators manage to set the entire video in motion: now each character and graphic element comes in motion. Now watch how those colorful rock characters come alive:

7. Sound FX

The music editing and sound FX mixing, along with the final audio adjustments, makes up the final stage of a pro video production process. Sometimes sounds and music are as important as the video itself. Listen to how the jingle plays a central role in our animated TV commercial, making it way more engaging:



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